What does a small business owner need to know to get the most out of social media in 2015? Led by the American Family Insurance Social Media team, this workshop will explore current social media trends, and how you can use them to strengthen your bottom line.

1. New Social Media Trends
@DreamBankMSN | February 24, 2015
Collin Kromke | Tom Buchheim

2. #DreamBank | @CollinKromke | @TomBuchheim
Agenda
The Free Ride is OVER (But Don’t Panic)
Own Your Digital Space
Be Visual (It’s Easier Than Ever)
Test Social Shopping Tools
Get Personal
Listen More Than You Talk
Q & A
New Social Media Trends

3. #DreamBank | @CollinKromke | @TomBuchheim
Facebook ZERO
Source: 2014
Social@Ogilvy report

4. #DreamBank | @CollinKromke | @TomBuchheim
1. Reward high-quality content
2. Clean up News Feed “spam”
Facebook ZERO
Source: Facebook for Business

5. #DreamBank | @CollinKromke | @TomBuchheim
Facebook ZERO
• Diminishing reach
• Diminishing value?

6. #DreamBank | @CollinKromke | @TomBuchheim
500 million tweets per day
6,000 tweets per second
Twitter Reality Check
Source: Internet Live Stats

7. #DreamBank | @CollinKromke | @TomBuchheim
Twitter Reality Check

8. #DreamBank | @CollinKromke | @TomBuchheim
 Social media platforms are ADVERTISING platforms.
 Post relevant, timely content.
 Redirect budget to social media advertising.
 Use targeting tools to maximize investment.
Trend: The Free Ride is Over

9. #DreamBank | @CollinKromke | @TomBuchheim
Acquire customers with your blog
Own Your Digital Space
HubSpot State of Inbound, 2014
Daily = 82%
Monthly = 57%
• If your business isn’t blogging
regularly, prepare to be left behind.
• Blog content MUST provide value.

10. #DreamBank | @CollinKromke | @TomBuchheim
Mobile optimized – or forget it
Own Your Digital Space
Mobile is no longer a
secondary channel.
It is fast becoming
the first-choice.

11. #DreamBank | @CollinKromke | @TomBuchheim
Mobile optimized – or forget it
Own Your Digital Space
27%of consumers will leave a site
if it is not mobile-optimized.
ExactTarget, 2014 Mobile Behavior Report

12. #DreamBank | @CollinKromke | @TomBuchheim
Don’t overlook good old email
Own Your Digital Space
• Build your list and maintain it.
• Track open rates and click rates.
• Email content MUST provide value.
• Email can be social.
In 2014, email marketing was cited as the most effective digital
marketing channel for customer retention in the United States.
eMarketer

13. #DreamBank | @CollinKromke | @TomBuchheim
“We’re committed to
making Facebook the
best place to share,
discover and watch
videos, and we’ll
keep listening to
feedback to improve
video on Facebook.”
- Fidji Simo,
Facebook Product
Management
Director, Video
Trend: Prepare to Be Visual
*Source: FB Newsroom

14. #DreamBank | @CollinKromke | @TomBuchheim
Trend: Prepare to Be Visual
*Source: Socialbakers data of pages
from October 2014 – February 2015.

15. #DreamBank | @CollinKromke | @TomBuchheim
 Link and text-only
organic reach averages
of 5.3% and 5.8%,
respectively.
 Photos have the lowest
organic reach (3.7%).
 Videos garner an
average organic reach
of 8.7%.
Trend: Prepare to Be Visual
*Source: Socialbakers data of pages
from October 2014 – February 2015.

16. #DreamBank | @CollinKromke | @TomBuchheim
 Instagram was the
fastest-growing social
network in 2014.
 More active users than
Twitter.
 Younger demographic.
Trend: Prepare to Be Visual

17. #DreamBank | @CollinKromke | @TomBuchheim
“It’s based on our
lifestyle so people
are excited to share
our Instagram feed
with their
followers.” - Leslie
McNeilly of Camp
Brand Goods
Trend: Prepare to Be Visual

18. #DreamBank | @CollinKromke | @TomBuchheim
Call-to-Action Button on Facebook Page
Trend: Social Shopping

19. #DreamBank | @CollinKromke | @TomBuchheim
Call-to-Action Button on Facebook Page
Trend: Social Shopping

20. #DreamBank | @CollinKromke | @TomBuchheim
Trend: Social Shopping
7 different calls to action available:
• Shop Now
• Sign Up
• Contact Us
• Book Now
• Watch Video
• Use App
• Play Game

21. #DreamBank | @CollinKromke | @TomBuchheim
Twitter testing Buy Button
Trend: Social Shopping

22. #DreamBank | @CollinKromke | @TomBuchheim
Tumblr Buy Button
Trend: Social Shopping
Pinterest Buy Button

23. #DreamBank | @CollinKromke | @TomBuchheim
Twitter cards
Trend: Social Shopping
Summary Card
App Card

24. #DreamBank | @CollinKromke | @TomBuchheim
Other Twitter cards
 Photo Card
 Gallery Card
 Product Card
Trend: Social Shopping
Player Card

25. #DreamBank | @CollinKromke | @TomBuchheim
 Consumers use social media to
research you (and your business).
 Optimize personal social media
accounts.
 Connect with potential
customers/clients – personally.
 Sprinkle in business-related
content across your personal
accounts.
 Be a real person.
Trend: Get Personal on Social Media

26. #DreamBank | @CollinKromke | @TomBuchheim
 Overcome the algorithm.
 Personal Facebook
accounts get better
reach than Pages.
 People are more inclined
to follow a person.
 But, keep personal stuff
personal.
Trend: Get Personal on Social Media

27. #DreamBank | @CollinKromke | @TomBuchheim
 Share longer-form ideas on
a blog or the new LinkedIn
Publisher platform.
 Showcase your thought
leadership to friends,
family and business
contacts.
Trend: Get Personal on Social Media

28. #DreamBank | @CollinKromke | @TomBuchheim
 Empower your employees.
Trend: Get Personal on Social Media

29. #DreamBank | @CollinKromke | @TomBuchheim
LESS
Talking
Broadcasting
Pitching products
Community Before Commerce
MORE
Listening
Engaging
Informing
Relating
Entertaining

30. #DreamBank | @CollinKromke | @TomBuchheim
Community Before Commerce
It’s not about YOU. It’s about THEM.
If there’s NO community, there’s no need to be there.
Broadcasting
Engaging

31. #DreamBank | @CollinKromke | @TomBuchheim
Follow @DreamBankMSN on Twitter.
Connect on Facebook at
Facebook.com/DreamBankMadison.
Shameless Promotion

32. #DreamBank | @CollinKromke | @TomBuchheim
Thank you!
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QUESTIONS